'Go' store not opening in Encinitas, Amazon representative says

A spokesperson for Amazon denied Nov. 10 that an Amazon Go store is opening in Encinitas, though city representatives confirmed earlier that day that they thought the store was opening.

A website, amazonencinitas.com, said the store would open in 2018 at the former Whole Foods Market site at 687 South Coast Highway 101, but an Amazon spokesperson has informed the Encinitas Advocate that no such store is opening, at least not one connected to Amazon.

"This website is not affiliated with Amazon and the information it presents is inaccurate," Amazon said in an email.

The website was no longer live as of Nov. 14.

Amazon Go stores use smart technology so customers do not have to go through check out lines. The technology detects when products are taken from or returned to the shelves and are tracked in a user's virtual cart. The shopper would then be charged to their Amazon account and receive a receipt.

Earlier on Nov. 10, Mayor Catherine Blakespear said city officials told her the store would open next year. Irene Pyun, interim executive director of the Encinitas 101 Main Street Association, said she believed it could help bring more shoppers downtown.

Blakespear said she was disappointed to learn the website was likely a fake.

"I have no idea what would motivate someone to set up a fake website claiming that a business is coming to town when it isn't," she said. "Maybe it's an employee leaking information that hasn't been announced or maybe a prank intended as a lark for the progenitor."